Ipsos Update - June 2018

Welcome to Ipsos Update – our monthly selection of research and thinking from Ipsos teams around the world. June’s edition features new papers on shopper behaviour and the value of reputation, as well as global surveys on socialism, summer holiday plans and the Royal Family.

This month, we start with a new paper on shopper behaviour that sets out five key changes we’re currently experiencing, including how developments in digital technology and advances in e-commerce mean that the way we shop for products and services is evolving.

Meanwhile, 200 years after the birth of Karl Marx, our 28-country Global Advisor survey explores attitudes towards socialism in the 21st century. The findings show considerable differences between countries in the way in which socialist ideals are currently perceived. For example, almost seven in ten people around the world (66%) agree that free market competition brings out the best in people, with people in India (86%) most likely to agree, followed by those in Malaysia (84%), Peru and South Africa (both 83%). In contrast, only about half of respondents in Sweden (52%), Belgium (51%), Germany (49%) and France (43%) agree.

In another global poll, this time on the Royal Family, we find that The Queen and Prince Harry are the most popular royals. The poll was carried out ahead of the recent royal wedding and show that attitudes around the world towards the Royal Family are more favourable than unfavourable (by 35% to 11% on average), though around half are either neutral (37%) or don’t know (16%).

Turning the spotlight to Italy, Flair Italy – 10 key points paints a picture of a country in search of identity. The bitesize report, part of our Ipsos Flair series, summarises the current mood of the country, including how Italians feel about their place in the worldr43

Italy is also one of the many countries featured in the 18th annual Ipsos/Europ Assistance survey exploring the 2018 Summer Holiday Plans of European, American and Asian travellers. The survey highlights key trends in holiday planning, including budget considerations and the type of travel. Unsurprisingly, the seaside remains the top destination for holiday makers, with Italians (70%), Chinese (68%), Austrians (67%) and Germans (65%) the most likely to holiday at the beach this summer.

Shifting our attention to the top concerns of citizens, our monthly What Worries the World survey asks people in 26 countries about the biggest worries for their nation, ranging from crime and violence to childhood obesity. This new Ipsos Views paper summarises the concerns of 2017, finding that the world has become marginally more optimistic: 40% believe their country is headed in the right direction, up from 37% in 2016. And unemployment remains the biggest worry for 2017 overall, but its lead over poverty/inequality and corruption diminished over the year.

Meanwhile, the first paper in our three-part Cognitive Battlefield series presents a framework for understanding and assessing the decision-making process, based on the multi-attribute model. As well as providing an overview into how people make evaluations and decisions, this paper looks at the theoretical basis of the multi-attribute model and presents a case study of former Brazilian President Lula – showcasing how the model can be applied to electoral outcomes.

Finally, drawing on research from the Ipsos Global Reputation Centre across 31 countries, this report about Unlocking the Value of Reputation examines the definitive link between corporate reputation and better business efficiency.